From The Golden Thread Mailbag …
Hard Copy
By Pat Coffey

Hi Pat,

I found it interesting that, in a recent article for The Golden Thread, Bob Bly recommends printing out online articles and mailing the hard copy to a client you would like to keep in touch with. Why not simply email the article? Is there a psychological aspect to this?

Thank you again for The Golden Thread and all of its insights. Thank you for following up with Bob on my question.

Matt F.

Hello Matt,

Great question. Yes, there is definitely a psychological aspect at work here. For one, printing and mailing hard copy takes thought … a lot more thought than dashing off an email. Plus, businesspeople are already overwhelmed by all the email they get. Mailing hard copy of an article not only makes more of an impression, it’s more likely to get looked at.

Hey Pat,

When prospecting for direct-mail work, does one look for direct-mail companies … or for businesses looking to hire direct-mail companies?

I never thought much about DM before I started on this program, and now I’m not sure if those big companies – the ones that churn out a gazillion DM letters – fulfill their requirements with staff writers, or if they outsource them to freelancers.

On the other hand, do companies looking to initiate a DM campaign hire a writer, and then a DM company for distribution? Or does the DM company take care of everything?

I have no problem prospecting in the corporate marketplace, but I have to confess that I don’t even know where to begin looking for direct-mail companies (Google? Phone Book? Chamber of Commerce? The junk mail I get every day?). And I’m not sure who to ask for if I finally figure it out!

Thanks for any help you can give.

Michelle

Hello Michelle,

Section 39 of the Accelerated Program answers these questions and more. Plus, you might want to spend some time reading past issues of The Golden Thread. We cover this very important topic – how do you land your first client – on a regular basis.

Good Luck!

Thanks to one and all. Keep those emails coming!

Pat